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6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

BMW Bring Their Rugby Partnership To Light With Outdoor

Under the guidance of media agency Vizeum and Outdoor specialists Posterscope, BMW have strategically planned the Outdoor arm of their campaign around the upcoming matches across the country with creative flexibility in response to the match times and results. This Outdoor element fits into a greater strategy engaged by BMW and celebrates their continued affiliation and sponsorship of The Wallabies.
The campaign has engaged multiple Outdoor formats including static and digital billboards as well as airport media, namely APN Outdoor’s LUX Collection, Elite Screens and Sydney Airport Lightboxes.
These assets have been selected to impact rugby fans and general consumers on the go throughout the Rugby season, with specific activity focused around the three-Test series in June, throughout the Bledisloe Cup and the Rugby Championship later this year in September.
“Working with APN Outdoor, we have the opportunity to target Wallabies supporters on their way to and from matches. We can change the message dynamically and alter the messaging from city to city. It helps us to ensure we are delivering relevant messaging to our core audience” said Stuart Jaffray, BMW Australia’s general manager – marketing.
APN Outdoor is Australia and New Zealand’s most progressive Outdoor advertising company; leaders in the Digital Billboard, Billboard, Transit, Rail and Airport advertising categories. Whilst dominating traditional outdoor formats, the company also maintains particular focus on growing and developing their digital portfolio, establishing APN Outdoor as the unrivaled leaders in this space.
Via: B and T

DHL's Scrum Challenge

As part of its celebrations as a worldwide partner for Rugby World Cup 2015, DHL has brought its ‘Scrum Challenge’ to London’s Covent Garden.
Booked with JCDecaux and executed by Bright Partnerships Worldwide, a DHL-branded 20ft shipping container complete with its very own scrum machine has been brought to Covent Garden, giving rugby fans the chance to win some exciting prizes.
Contestants can put their scrummaging skills to the test, and see how they measure up against a benchmark set by Adam Jones, former Welsh prop and DHL RWC Ambassador.
The Scrum Challenge machine also takes photos of fans ‘in the scrum’ which they are invited to share on Twitter using the @DHLRugby handle and #ScrumShareWin hashtag for the chance to win fantastic prizes, including Rugby World Cup 2015 tickets!
close up edit rug
Fiona Taag, Global Sponsorship Manager, DHL, said: “DHL’s Rugby World Cup 2015 campaign #ScrumShareWin celebrates the heartbeat of the game, the scrum.  So where better to bring the DHL Scrum Challenge to than the heart of London, Covent Garden?  We are really excited to get as many Londoners, international tourists and rugby fans joining in the scrum over the next couple of days.”
The campaign, which will be in Covent Garden on the 14th and 15th October, is part of a tour, activating at four Rugby World Cup venues: Twickenham Stadium, Cardiff Fanzone (Cardiff Arms Park), Newham Fanzone and Wembley Fanzone.
Via: JC Decaux

BlowUP Media Digital Screen Spearhead RFU’s World Cup Ticket Sales Campaign

The English Rugby Football Union, which is hosting next year’s Rugby World Cup, booked two blowUP media digital large format screens in Cardiff and Birmingham, plus a giant poster site in Leeds to promote the opening of ticket sales to the third largest event in world sport.
The campaign is running on sites strategically selected close to key rugby grounds where World Cup games will take place.  The Super Motion digital screens in Cardiff and Birmingham will offer high quality full motion digital content to grab the rugby audience’s attention while the stunning 120 sqm Leeds City Square site directly opposite the train station is perfectly positioned to capture the vehicular and pedestrian rugby audience in Leeds.
With the home teams believed to have a good chance of reaching the final stages of the World Cup, which starts in September 2015, the campaign should stimulate interest among rugby fans in these key areas in an impactful and memorable way.
Posterscope and Zenith booked the campaign.

Betfair target 6 Nations fans with tactical message

Betfair went live on the 31st January on the St Pancras Transvisions, with a strategically targeted and timely message. This activity was to promote the England vs. France 6 nations game in Paris that weekend and was aimed at the England fans travelling to Paris via the Eurostar. The creative promoted Betfair’s cash out option that allows punters to opt out of any bet at any time during the game.
 

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